Cutting out the middleman and saving customers money has been a popular move among successful businesses, especially given the economic climate of the past year. Diamonds Direct has specialized in direct-to-consumer gemstones, diamonds and jewelry since 1995, and now, Houstonians can shop in person at its new boutique across 610 from the Galleria.

Boasting an inventory equivalent to that of 30 traditional jewelry stores combined, Diamonds Direct works with the best mines and diamond-cutters across the globe, along with "consistent white-glove service" in-store. Expect both loose and mounted diamonds ranging from less than one carat to more than 20, plus wedding bands, pearl jewelry and more. There's also a low-price guarantee and the opportunity to upgrade the diamond size and quality down the road —those trading in receive 110 percent of the initial spend to put toward a new purchase.

Diamonds Direct's Houston's VP Tamir Shkargi comes to Houston from Israel, by way of the Dallas suburb of Frisco, where he managed one of the brand's original Texas boutiques. He praises Diamonds Direct's selection and service, and promises a unique customer experience.

Additionally, the new store is committed to giving back to the Houston community, seeking partnerships with local nonprofits and jumping on board the company's commitment to raising $100,000 for No Kid Hungry in the wake of the Covid-19 crisis. An online silent auction benefits the org now through May 31.